If you’re feeling slightly out of breath and confused that the year is almost over, you’re not alone–it felt like we packed 18 months into 2022. One reason is because the world looks so different from where we started in January. Crypto companies ruled the Super Bowl, but by November the entire industry was quaking…
The Most Important Things That 26 TV Execs and Insiders Learned in 2022
As part of Adweek’s ongoing year-in-review TV coverage, we asked 26 TV executives and insiders to explain the most important thing they learned in 2022. Some of the experts kept it brief, talking about the need for flexibility in a constantly changing market, and other executives reflected on the power of live sports to capture…
Twitter’s New Buyers and Safari’s Ascendance: Experts’ Take on What 2023 Has in Store
The last few months of 2022 have seen some unusual market dynamics, including an increasingly murky future for Twitter with forecasts of it shedding users, CTV ad spend continues to see grow while the long-awaited ad business from Netflix takes a wobbly turn, and rumors swirl of Apple building its own demand-side platform. Ahead of…
After A Dark 2022 For Publishers, First-Party Data Is A Bright Spot
While cookies are still in play, publishers are using first-party data products to draw business from advertisers eager to test cookie alternatives, even as ad spending retracts due to persistent
The post After A Dark 2022 For Publishers, First-Party Data Is A Bright Spot appeared first on AdExchanger.
A look at Digiday’s most popular WTF explainers in 2022
Digiday sets out to explain complex and difficult-to-understand topics in our ongoing explainer series, called WTF.
Taking the opportunity to see what topics readers wanted most explained, here’s a look at some of Digiday Media’s most popular articles from our WTF series:
WTF is a decentralized autonomous organization (DAO)
Decentralized autonomous organizations (DAOs) were described by Media Editor Kayleigh Barber as “kind of like clubs for crypto enthusiasts.” Here’s a look at the history of how DAOs — pronounced “dows” — were created and what they mean for the marketing and media industries. Read WTF is a DAO here.
WTF is Web3?
Digital worlds and their communities and currencies were of keen interest to readers all year. In this explainer, Barber broke down what Web3 means, how to access it and how it’s different from Web 1.0 or Web 2.0. Read WTF is Web3 here.
WTF is Google’s Topics?
In this explainer, Senior Reporter, Advertising Technology Ronan Shields explained how Google’s alternative to third-party cookies actually works — and how it differs from Google’s prior attempts at replacing cookies (looking at you, FLoC). Senior Media Editor Tim Peterson also offers a handy breakdown over video. Read (and watch) this WTF explainer here.
WTF is marketing mix modeling?
Speaking of data, as CMOs navigate these inconsistently measured times, they’re turning to marketing mix modeling to prove their worth to leadership. Hear from Senior Marketing Editor Kristina Monllos on what that looks like and watch Peterson break marketing mix modeling down over video. Read (and watch) WTF is marketing mix modeling here.
WTF is automatic content recognition?
As Peterson lays out in this explainer and accompanying video: “Your TV is listening. And watching.” In this WTF article, he breaks down what that means for the TV viewership data that is accumulated by listening and what companies like LG, Roku, Samsung and Vizio are doing with it. Read (and watch) WTF is automatic content recognition here.
Here are some of the quirkiest brand collaborations that got us talking in 2022
Brand collaborations aren’t uncommon. And marketing executives maintain it’s for a good reason: these partnerships generate interest and improved engagement which can lead to valuable new opportunities.
But what happens when a brand gets involved in a collaboration or product launch that is seen by the public eye as, let’s say, stranger than most?
Boosting relevance and driving massive media attention, marketers have gotten creative in their partnership strategies this year. As 2022 is coming to an end, Digiday takes a look back on some of the strangest product launches and brand collaborations of the year.
The stunts could help brands connect to a new audience, said Damian Areyan, vice president of lifestyle marketing and partnerships at the ad agency Team One. “The brand can bring experiences to a new set of consumers that hopefully creates both buzz and intrigue and it’s the perfect time to make a strong first impression,” said Areyan.
Old Spice x Arby’s
Men’s hygiene care brand Old Spice teamed up with Arby’s over the summer to produce a limited edition “meat sweat kit” that infused the fragrances of the brand’s products with a slightly meaty scent. This is in line with the trend of fusing scents with meatiness. In the wake of an exhausting day, you have to wonder why would anyone want to smell like the local fast food chain when they are anticipating taking a shower?
Liquid Death x Martha Stewart
A Halloween-inspired luxury candle called “Dismembered Moments” was created by Liquid Death with Martha Stewart as part of its Halloween partnership this year. The candle features a matte black hand, that appears to be severed, holding a Liquid Death can. The partnership between Stewart and Liquid Death is a contrast to Stewart’s partnership with Green Mountain Coffee Roasters, as it is in no way in line with her personality. Maybe that’s part of the brand’s strategy to stand out? Who knows!
Tropicana
Taking full advantage of TikTok’s trend of #theperfectmimosa, in which users are creating their own version of the drink, Tropicana created a mimosa maker to take advantage of this hot trend. You can craft your perfect mimosa with the Tropicana Mimosa Maker thanks to its three spray settings (Whisper, Spritz, Shower). “The brand quickly capitalized on the #theperfectmimosa online trend with a unique orange juice sprayer product, witty storytelling and a strong influencer network, to create a real cultural moment around people’s level of affinity for OJ in their bubbly,” said Areyan.
“Does anyone really need a meat-scented spray or a mimosa sprayer? Absolutely not,” said Marcus Wesson, chief creative officer at the ad agency 9thWonder. “But as media and engagement opportunities become more fragmented, we’ll likely see more of these unconventional, limited-run products turn heads.”
Fireball Whiskey x DC Shoes
After its recent campaign to win over Gen Z (of drinking age), Fireball Whiskey and DC Shoes released a gift set for the holidays that included red suede sneakers with whiskey-inspired gum soles branded with the Fireball branding. The liquor is aiming to capitalize on nostalgia specifically from the year 2009. The problem is, there is no proof anywhere that suggests Gen Z or millennials are so-called partying like it is 2009 all over again.
Warner Media x Hello Fresh
One brand rolled out the red carpet for the holiday season to close out the year of the weirdest brand collaborations. In collaboration with Warner Media, HelloFresh created the spaghetti dish from the beloved holiday movie Elf. You won’t find this plate of pasta anywhere else as it features Colavita spaghetti, maple syrup, chocolate syrup, marshmallows, chocolate nonpareils and chocolate frosted pastries. This is enough to book a dental appointment for cavities, or to stop eating sweets for a while if you’ve bought it, especially since the ad touting the partnership just screams “yuck.”
As social media and content continue to blend, brands need to find new ways to get noticed and to let people talk about their brands, Areyan explained. Collaborations are all built on OBI (other brands’ influence) and it is all about taking a piece of that pie. “Combining two very different brands or categories raises eyebrows and generates conversation as it’s a viable strategy to stand out in today’s environment,” said Areyan.
Biden’s Back Door Tesla Subsidy
EPA finds a convoluted way to expand ethanol subsidies to boost EVs.
New Jersey vs. the Supreme Court on Gun Rights
Gov. Murphy signs a law that defies this year’s ruling in Bruen.
Ron DeSantis Heads Off a Taxpayer Insurance Bailout
Florida passes a reform to address a broken property insurance market.
Why George Santos’s Lies Matter
The New York representative-elect effectively committed election fraud and took advantage of voters’ trust.